Missed Opportunity in Vancouver

"South Korea failed to seize the opportunity at the awarding ceremonies at the Vancouver Winter Olympics and also possibly promote the nation's bid for the 2018 Winter Olympics," said Kim Seong-soo, a professor at Injie University.

He was referring to the fact that when South Korean medalists, including Lee Sang-hwa, who won the women's 500 meters speed skating gold medal, stood on the awarding podium, there was no "KOREA" characters written on their uniforms. The logo of the company that sponsored the athletes, however, was clearly visible, Kim said in a column, carried by Chosun Ilbo Saturday.

"Without their awareness and their fault, the Korean athletes blew away a good opportunity to promote the nation internationally," said the journalism professor.

Kim also pointed out the tasteless design of the uniform. "Other countries' uniforms were designed colorfully to go well with the sports event held in wintry weather. The Korean athletes' uniform didn't even fit well with the white floor background during the opening ceremony," Kim said.

"The 21st century is an era that uses designs to appeal to the hearts and minds of people," Kim said. "Design is also very important in promoting national branding. Future athletes' uniforms should factor into this aspect as well."

This year, Seoul is designated as "World Design Capital" by the International Council of Societies of Industrial Design (ICSID) and plans to hold a number of events to showcase the nation's design prowess.